The GiveBack Economy by Peter Miller & Carla Langhorst

Author:Peter Miller & Carla Langhorst [Peter Miller]
Language: eng
Format: epub
Tags: BUSINESS & ECONOMICS / Business Ethics, BUSINESS & ECONOMICS / Nonprofit Organizations & Charities / Management & Leadership
Publisher: Self-Counsel Press
Published: 2017-08-15T04:00:00+00:00

5.5 Other Marketing Strategies

5.5a Direct marketing

Direct marketing is about ensuring that your message is literally delivered to the audience you want to see it. This can be done through:

• Fliers/efliers

• Direct mail

• Email

• Newsletters

• Door-to-door sales

• Thank-you letters

All of this can also be referred to as junk mail or spam. It is direct and yet it is often considered ineffective as so many direct messages are discarded by the intended audience.

However, “success” comes when there is a positive benefit for your efforts. In the case of direct marketing, although only a small percentage of direct marketing material is actually viewed, if 2 percent of the audience actually does the action that was intended it might be a success.

In fact, many times it is the direct marketing efforts that convert the sale. Increasingly this is due to email because of the low cost of doing this. But don’t underestimate the power of getting something physical in the mail!

Heart Foundation

Annually, the Heart Foundation sends thank-you letters to all of its donors from the year with an added ask for additional pledge money. This is a tangible thanks, and it is packaged with asking for additional funds. The donors recognize the Heart Foundation, appreciate the recognition, and then a percentage decide to give even more.

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